Evergreen Acquisition Returns 6.2x ROAS Across the Year
An always-on Google and Meta program with a new-donor welcome series drove consistent revenue outside seasonal peaks.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
The organisation wanted steady engagement and donations across the full year, not just during seasonal appeals.
Their challenges included:
- Sustaining engagement and conversions over an extended period
- Managing budget efficiency across twelve months
- Encouraging second-gift acquisition, not just first gifts
The program had to keep working every month, without a big seasonal push behind it.
Our Approach
We developed a comprehensive strategy tailored to their unique strengths and opportunities.
Always-On Paid Media
Ran Google Search, Performance Max, and Meta with targeted messaging to reach a broad audience and drive consistent conversions.
New-Donor Welcome Series
Paired paid acquisition with an evergreen new-donor welcome series to encourage a fast second gift.
Read across
What this means for a charity like yours
Charities whose acquisition stops and starts with each campaign season.
Always-on acquisition builds the audience that seasonal campaigns then convert.
Evergreen return is steadier than campaign return, which makes budgeting easier to defend.
The program compounds, so the case for it is made over quarters rather than weeks.
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